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TikTok Gains TAG Brand Safety Certification Worldwide, Providing More Assurance for Advertisers

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TikTok has been granted another advertiser safety tick, with the platform gaining TAG Brand Safety Certification worldwide, which provides additional assurance around its ad products and data, based on established TAG parameters.

TikTok TAG certification

As per TikTok:

“In September 2020, we received our initial TAG Brand Safety Certification for the UK in conjunction with the program launch. Additionally, we received certifications in North America, Europe, Australia and New Zealand in February of this year. The certification is an integral part of our ongoing dedication to building a safe, transparent and trustworthy platform for users and brands.”

As TikTok notes, the TAG certification program was launched in September last year, with a range of brand partners. TikTok has worked to meet the requirements in each region, with a view to boosting its ad business. Facebook, Twitter, Google and Pinterest have all also received TAG certification.

TikTok also announced an expansion of its brand safety agreement with OpenSlate back in March.

In order to gain TAG Brand Safety Certification approval, providers need to ensure that:

  • All new and updated agreements for digital advertising services adhere to the program’s Brand Safety Principles, including specific brand safety criteria, policies, and procedures, as well as takedown, monitoring, and compliance requirements. Contracts must also require the use of independently validated Content Verification services or inclusion/exclusion lists.
  • All monetizable transactions are reviewed by one or more independently validated Content Verification services or inclusion/exclusion lists as defined in its digital advertising agreements.
  • All policies and procedures must be documented to minimize the risk of ad misplacement.

So it’s not an all-encompassing security checklist, as such, but it does provide additional, third-party verification that these platforms are aligning with industry-standard practices, and are delivering the reach that they claim, based on independent verification.

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TikTok’s working to build out its ad platform in order to capitalize on its massive user growth, with the app now on track to reach a billion users in 2021, which would put in direct competition with Instagram on this element. But TikTok’s monetization processes still have a way to go to catch up to its larger competitors, and the risk is that if it can’t convert its growth momentum into more monetization opportunities, that could see creators look to other platforms where they can more directly benefit from their efforts.

That’s why TikTok is investing in eCommerce initiatives, as well as direct promotional options, while it’s also developing its Creator Marketplace to better facilitate brand/creator partnerships.

Gaining TAG certification also plays a key role here, because TikTok is still the new kid on the market, and an unknown in many respects, which could mean that some brands will be hesitant to invest too heavily in its ad products, at least at this stage.

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Having a measure of third-party verification adds more assurance, and will open up more avenues for TikTok to continue its business growth.  

Socialmediatoday.com

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Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options

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Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options

I remain unconvinced that Twitter Spaces will ever become a thing, but Twitter itself seems certain that there’s major growth potential there, as evidenced by its continued push to add more elements to its Spaces offering, in order to lure more listeners across to its Spaces tab, and maximize listenership within its audio broadcasts.

This week, Twitter has rolled out another set of Spaces updates, including permanent recordings (as opposed to them deleting after 30 days), the capacity to save recordings after broadcast, and new details within the Spaces bar at the top of the app.

First off, on permanent recordings – after initially launching its Spaces recording feature to all users back in January, Twitter is now extending the life of those recordings beyond the initial 30 day period.

That’ll provide more capacity to attract listeners over the longer term, and keep your conversations alive in the app.

In addition to this, Twitter’s also adding a new listing of your recorded Spaces within your app settings menu, where you’ll be able to play each session back, delete those that you don’t want to keep, or share a recording direct from the list.

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That’ll enhance the functional value of Spaces chats, making them more podcast-like, and more of a vehicle for ongoing promotion and audience building – though it does seem to also maybe go against what made audio platforms like Clubhouse so attractive to begin with, in that they were live, in-the-moment chats that you had to be there to catch.

But podcasts is clearly more of the angle that Twitter’s now going for, based on these example screens of another new test in the back end of the app.

Twitter Spaces Stations test

As you can see in these images (shared by app researcher Alessandro Paluzzi), Twitter’s also developing ‘Stations’ within the Spaces tab, which would incorporate podcasts into its audio stream, providing even more options for tuning into on-demand audio content within the app.

That could make Spaces recordings even more valuable, and potentially help Spaces broadcasters translate their work into a monetizable podcast process – but do Twitter users really want to tune into podcasts from the app? I mean, we have Spoitify and Apple Podcasts and various other options available.

Could Twitter really become a key hub for audio content like this?

In some ways, it seems unnecessary, but then again, the real-time nature of tweets lends itself to topical discussion, and that could make it a good hub for all of these types of discussions and content, including Spaces, Spaces recordings, podcasts, etc.

And again, that would better facilitate connection between Spaces and recorded audio. It just depends on whether Twitter users will actually come to rely on the app for their latest podcast content.

On another front, Twitter will now also enable iOS users to record a Space when the broadcast is over, even if they didn’t hit ‘Record’ during the session.

Twitter Spaces recordings

Which also means that the ‘REC’ marker would not have been present during the session, alerting participants to the fact that this was being recorded, which could be problematic for some contributors.

In some ways, it seems like Twitter didn’t offer these options initially because it thought that it wouldn’t be able to facilitate the data storage required to keep all of the many recordings in its data banks, but now, with so few people broadcasting, it’s maybe found that this won’t actually be a problem.

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A sort of ‘glass half full’ element, I guess.

Finally, Twitter’s also adding new details into the Spaces bar on Android, including additional, scrolling insights into who’s hosting, the topics being discussed, who’s shared a Tweet in the chat and more.

Twitter Spaces info

That could entice more users into the session – or at the least, bring even more attention to the Spaces bar at the top of the app by providing more, bigger info.

Though again, I don’t know. It doesn’t seem like Spaces is really catching on, going on the participant numbers in the Spaces stream. And while the addition of podcasts could be interesting, I don’t see Twitter becoming a key app for audio content, especially as the Clubhouse-led audio trend continues to die down.

But maybe the engagement numbers are better than it seems. I mean, you’d have to assume that they are, given Twitter’s ongoing investment in the functionality – through Twitter CEO Parag Agrawal did note last month, that the company had not hit intermediate milestones on its growth plans, based on its investment in new functionalities like Spaces, Communities and Twitter Blue.

Twitter hasn’t shared specific data, so maybe there’s more to it, and that’s why it’s so keen to push ahead with more Spaces tools. But either way, it’s giving it its best opportunity to succeed, and it’s seemingly not done yet with its Spaces development.

Will that, eventually, result in Spaces becoming a thing? Only time will tell.



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